Well practically speaking, currently there are 3 mainline luxury autos in the U.S. The LS, the S, and the 7, with the 7 being a.w.o.l. for the last few years. That just leaves the LS and the S. Two very fine automobiles that take turns winning comparisons, but as far as VALUE goes I would have to give the nod to the LS.

The LS costs about $20 grand less than the S when new, but after 4 or 5 years they are worth about the same, or very close. To me that equates to better value. Just because I drive an LS doesn't mean I'm biased. I forgot the A8 and it is also a viable contender.

I have an open mind about the Equus and I hope it is a roaring success.

I'm rooting for Hyundai, too, to make a splash. Competition improves the breed! Look what Lexus did for Mercedes after all.......

If I were appointed King of Hyundai, what I'd do is:

1. Ditch the Hyundai name. Call the new marque "Genesis" or similar

2. Put in an engine that's worthy of a world class luxury car. This means POWER to crush you back in your seat. Maybe even twin-turbos or a SC on the Genesis V8 would work, if Hyundai doesn't want to develop a new engine (very $$$ to do that).

3. Continue to coddle and seduce new customers as they've been trying to do, with valet services, free iPads, free loaners, even fitted luggage, champagne in the truck, personalized owners manuals, you name it---pour on the glitz.

4. If the car sells in reasonable numbers after 2 years, add 20% to the price and build a LWB version.

Hyundai doesn't seem to be recognized as a luxury car by most of the public. I saw an Azera at lunch time and the owner pried off all the swoopy "H" badges and replaced them with aftermarket badges with some fussy filligree in them. It was as if the owner was ashamed to be driving a car badged as a Hyundai.

This (WAP) being an objective measure, where a brand is ranked wouldn't depend on my personal feelings too many brand to list, but not hard to estimate where they are.

This also imitate how our brain perception works. I think in most cases, when a brand is mentioned, the WAP score will be the first to surface. Also, for most people it takes a while and drastic changes for our brain to change the WAP perception...

I assume you would put Acura and Infiniti into tier 2? And probably Volvo and caddilac also?